Jurnal Fokus Manajemen Bisnis
Vol. 13 No. 2 (2023)

MEDIATING BRAND TRUST, BRAND ATTITUDE, BRAND PSYCHOLOGICAL OWNERSHIP ON CELEBRITY ENDORSERS TO BEHAVIOURAL INTENTION

Elsi Safira (Universitas Muhammadiyah Yogyakarta)
Indah Fatmawati (Universitas Muhammadiyah Yogyakarta)
Nuryakin Nuryakin (Universitas Muhammadiyah Yogyakarta)

Article Info

Publish Date
21 Sep 2023

Abstract

The marketing type that is found on social media today is celebrity endorsement. To encourage consumer behavioural intention, luxury brand companies take several strategies, including using celebrity endorsers to introduce their brand and to build brand trust, brand attitude, and brand psychological ownership. This study aims to examine the influence of celebrity endorsers on behavioural intention through the mediation of brand trust, attitude, and psychological ownership. A total of 250 samples were determined by purposive sampling. This research used a quantitative approach and structural equation modelling (SEM) AMOS as a data analysis technique. The result showed a mediating effect of brand trust, attitude, and psychological ownership on the relationship between celebrity endorsers and behavioural intention.

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Journal Info
Jurnal Fokus Manajemen Bisnis
Website

Abbrev

fokus

Publisher

Universitas Ahmad Dahlan

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

FOKUS Jurnal Manajemen Bisnis mencakup penelitian yang berkaitan dengan: 1. Manajemen Pemasaran 2. Manajemen Keuangan dan Perbankan 3. Manajemen Sumber Daya Manusia 4. Manajemen Operasi 5. Manajemen Strategik 6. Manajemen Pengetahuan 7. Bisnis, Inovasi, Ekonomi. 8. Kewirausahaan 9. Manajemen ...